TITLE:
Effect of Firm’s Information Dissemination Culture on Market Orientation: A Study in Tourism Sector
AUTHORS:
Atanu Adhikari
KEYWORDS:
Intra-Organizational Learning, Market Orientation, Company Performance, Structure Equation Modeling
JOURNAL NAME:
Theoretical Economics Letters,
Vol.8 No.7,
May
28,
2018
ABSTRACT: Despite being highly relevant, research on different
aspects of market orientation and its effects on tourism industry are limited.
No literature thus far has examined intra-organizational learning on market
orientation. Additionally, emerging economies (e.g., India) could be a key destination of tourism,
other than a few exceptions, existing tourism literature has not paid enough
attention to such markets. We examine the impact of intra-organizational
learning on market orientation in tourism sector. We contribute by introducing
and investigating the intra-organizational learning, based on capability-based
theories of the firm. Using Structural Equation Modeling, we have investigated
responses to a survey of tourists, we test four hypotheses to establish
different components of
intra-organizational learning on market orientation. We discuss these findings,
and directions for future research.